Using aims and objectives to create abusiness strategy
When preparing a strategy for success, a business needs to be clear about what it wants toachieve. It needs to know how it is going to turn its desires into reality in the face of intensecompetition. Setting clear and specific aims and objectives is vital for a business to compete.However, a business must also be aware of why it is different to others in the same market.This case study looks at the combination of these elements and shows how Kellogg prepareda successful strategy by setting aims and objectives linked to its unique brand.One of the most powerful tools that organisations use is
. A brand is a name,design, symbol or major feature that helps to identify one or more products from a businessor organisation. The reason that branding is powerful is that the moment a consumerrecognises a brand, the brand itself instantly provides a lot of information to that consumer.This helps them to make quicker and better decisions about what products or services tobuy.Managing a brand is part of a process called
. The positioning of aproduct is a process where the various attributes and qualities of a brand are emphasised toconsumers. When consumers see the brand, they distinguish the brand from other productsand brands because of these attributes and qualities. Focused on Kellogg, this case studylooks at how aims and objectives have been used to create a strategy which gives Kellogga unique position in the minds of its consumers.
The value of the UK cereals market is around £1.1 billion per year. Kellogg has a 42%
of the value of the UK’s breakfast cereal market. The company has developed a rangeof products for the
within this market, targeted at all age groups over three yearsold.This includes 39 brands of cereals as well as different types of cereal bars. Consumers of cereal products perceive Kellogg to be a high quality manufacturer. As the